...VIEWPOINT Ingredient branding case study: Intel Introduction 1. Introduction to ingredient branding 2. The need for an ingredient brand 3. Developing the ingredient brand strategy 4. Intel co-operative marketing strategy 5. Creating a quality standard 6. Intel campaign investment 7. Ingredient branding results 8. Ingredient branding success factors 1. Introduction to ingredient branding Every month more than 4 million billion (4 x 1015) transistors are produced; more than half a million for every human on the planet. Most computer chips each comprise more than 7 million transistors. Twelve years ago computer chips, in the eyes of consumers, were a generally unknown component of PCs - a commodity product. From a competitive standpoint, a computer chip is a typical commodity. Take one out, put another in, no performance difference. Chips are something most customers don't see, many don't understand, and large numbers don't care about. But Intel has built a brand around a commodity. The company was founded in 1968 and went public in 1971. By 1997, it controlled 90% of the world's market for personal PC microprocessors. Although the market is more competitive today, Intel is still the largest chip manufacturer in the world. 2. The need for an ingredient brand Intel developed the chips which set the standard for personal computing during the 1980s, beginning with the 8086 chip and then developing a series of product improvements. Competitors rapidly adopted the same naming convention...
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...2 / Which branding approach would you recommend to Mr Durin? There are several branding approaches: individual product branding, family branding, co-branding, private or store branding, no-name or generic branding, brand licensing. First of all, individual product branding doesn’t fit because it means that the product has its own brand that differs from other brands of the company. This approach requires a lot of marketing efforts. Family branding supposes placing new products under the umbrella of an existing brand. We can’t choose this approach either because the company has no long history, it was created in 2005. Then co-branding is not a good option for the same reason. As the company Al Marsa hasn’t been existing for a long time it can’t opt for partnership with another firm that has an established brand and then the synergy of two brands and which seems to be more powerful. We can’t suggest choosing no-name or generic branding either as this is a good option when consumers or business consumers purchase basic commodity-type products as low price alternatives to branded products. Brand licensing doesn’t fit as it means that the company owing the brand name allows others to produce and supply products carrying the brand name. As the company in question is engaged in B to B business and isn’t still well-known by the end-consumers, and as it has strong positions thanks to the high demand from the business part, we suggest to M. Durin choosing private or store...
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...and visual senses imply greater attention. There is a study wherein consumers relate the pitch, sound and meaning of brand names to the products (Kohli & Labahn 2002). This is especially crucial when a company launches a new product in the market wherein a peculiar sound or meaning of a newly heard brand name would fail to catch the interest of customers. They may be seeking much to replace their current brand and the initial request is to create a connection between the name and the product in question. There is little interest in brand logos of commodities that are consumed in a regular and continuous basis. Brand names seemed to be enough. On the other hand, brand logo is prominent in cars. Embedding brand names seemed to be an exaggeration of the price of the particular luxury item. Whatever the reason behind the companies' decision to indicate either brand name or logo in the commodity it is less significant in our study. The study is intended for Muslim and foreign companies to hear the opinion of Muslim customers. Because some of the Muslim brand names are translated in American alphabet while difference in brand logos with other Western firms do not differ a lot, this study...
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...parent company of ComEd (Illinois) & PECO Energy Co. (Pennsylvania). Unicom owned Commonwealth Edison. Exelon has 5.4 million electricity customers and serves 485,000 natural gas customers in the Philadelphia suburbs. Exelon is the largest nuclear operator in the U.S. and the 4th largest power generator (in GW) of the nation. Question & Answers Question 1: How will branding benefit Exelon power? Answer: Exelon’s plan to brand Environmentally Preferable Power (EPP) serves 2 goals: * Charge a Premium for EPP and get better margins for a superior product. * To gain incremental business outside of its traditional served markets. Branding will send a strong signal to the market. Exelon is the 1st company attempting to market an ISO certified energy in the industry. Being the 1st mover not only gives Exelon the opportunity to shape the market but also to position Eco Preferred as a premium Product. The value of Eco Preferred comes from the fact that it is going to be a differentiating tool for companies purchasing it. Companies are used to purchasing electricity as a commodity & focusing only on price. Brand could help address this problem by giving a name and an identity to their clean power production assets. Question 2: How should Exelon implement its Eco-Preferred Power offering? Answer: Regarding the Implementation decision Exelon is facing 2 main issues : * Challenge of demonstrating the value of Eco Preferred to Customers. *...
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...Course Title Rural Marketing. Assignment Topic BRANDING OF AGRI COMMODITIES (Branding Of Milk , Amul ) Submitted to : - Dr.S.John Mano Raj IIPMB. Submitted by – Akshay M.R Roll No- 03 Branding Of Milk. ( Amul ) Brand: A brand is an entity that engenders an emotional connection with a consumer. It can be a name, term or symbol Commodity: Primary agricultural product typically traded in bulk with minimal processing. Evolution of the brand Amul from Commodity . The Birth of Amul : * It all began when milk became a symbol of protest * Founded in 1946 to stop the exploitation by middlemen * Inspired by the freedom movement In the year 1946 the first milk union was established. This union was started with 250 litres...
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...Branding a Commodity: A Case Study Analysis of got milk? Samantha White-Hauser I. Introduction One will hardly ever find someone who has not seen the popular advertisements of famous actors, athletes, or musicians sporting a mustache adorned with got milk?. This campaign was an extremely recognizable, but marketers could have done more to make got milk? even more profitable. Got milk? was notable to marketing because of the complexities that come with branding a whole commodity instead of a branded product. Although the marketers were successful in increasing the sales, they were not successful in some aspects— consumers lacked mind share, the milk deprivation approach creates negative associations with consumers, the humor was not relatable to all audiences, and too many organizations were involved in the creation of the marketing plan. If the marketers consolidated the number of parties involved in the creation of got milk?, stopped using the milk deprivation approach in their advertisements they would have created more meaningful and profitable advertisements. II. Background The got milk? marketing plan that was implemented in the 1990s was unique for a couple of reasons that focused on the lack of a brand product. Branding a commodity is different because there are too many decision makers, their budget is small, the process to create that budget is long, market share is more difficult to measure across multiple brands, and commodities are influenced by that...
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...Branding Nike and coca cola are the two companies that I have chosen. A brand is a symbol/picture or tagline that a business is known by. There are two types of branding, commodity branding and concept branding. A commodity brand is one which communicates messages to customers about particular products they might spend their money on for example food clothes you wear and furniture. A concept brand is one which communicates an idea or campaign which you would like customers to think about or get involved in for example cancer research, Oxfam and 5 a day. Another ways of classifying is who made the product or and its own label. The manufacturer creates the brand for example Coca-Cola and Nike are the manufacturers for its product. They will have to create the distinctive logo/packaging and the advertisement goes with it. When the shop itself creates the brand, it is known as ‘own label branding’ for example big supermarkets such as Tesco. There are many benefits of branding to a business which builds up a brand name. The customers will pay higher prices for products that have brand names for example the customers will buy coca cola drink instead of a drink that is plain for example Tesco’s soft drinks therefore more shops will stock branded products because they know customers will buy them this means the company will get higher profits because they sold it in a higher prices. When it comes to clothes and footwear Nike is one of the businesses that customers will buy their...
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...are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand. Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, likebreast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. The word "brand" derives from the Old Norse "brandr" meaning...
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...Rising competitive pressures will force Banking industry to differentiate itself more aggressively, whether through its product mix, market focus, or branding proposition. Restructuring will focus on entrenching existing areas of strength, not developing entirely new ones. Cost-efficiency will remain key factor. Expect a further acceleration in the outsourcing of non-core functions and greater emphasis on performance improvement as the bank will seek to increase the efficiency of back-office processes. POSTED BY MYBLOG AT 12:02 AM NO COMMENTS: Post a Comment LINKS TO THIS POST Create a Link Newer Post Home Subscribe to: Post Comments (Atom) USEFUL INFORMATION ANALYSIS OF THE GLOBAL CAPITAL MARKET Learn Excel Quick & Easy MBA Quick Reference MY HEADLINES FUTURE OF OIL AND RISING OIL PRICES Blood and oil: How the West will profit from Iraq's most precious commodity 7/17/2008 The 'IoS' today reveals a draft for a new law that would give Western oil companies a massive share in… Oil for War 7/17/2008 After invading one of the most petroleum-rich countries on earth, the U.S. military is running on empty. Napoleon famously… Future of Iraq: The spoils of war 7/17/2008 How the West will make a killing on Iraqi oil riches Iraq's massive oil reserves, the third-largest in the world,… Headlines by FeedBurner FUTURE OF OIL AND RISING OIL PRICES ↑ Grab this Headline Animator SUBSCRIBE NOW: GOOGLE Add to Google Reader or Homepage ...
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...What Makes Brands Great • Role of the brand: they serve as a route map for purchasing behavior and when managed properly, generally accrue significant value to their owners • For many years, most brand owners relied on marketing-oriented measures such as awareness and esteem. Today they use more innovative and financially driven techniques to better quantify the value that brads represent • Brand leaders appear to perform consistently well against a broad range of factors, including tangible equity, customer purchasing habits and market stature. The reason is that they share certain characteristics and approaches that contribute to their success as a brand and a business WHAT GREAT BRANDS SHARE • There are five notable qualities that leading brands share Three principal attributes: 1. A compelling idea • Behind every brand is a compelling idea, which captures customer’s attention and loyalty by filling an unmet or unsatisfied need 2. A resolute core purpose and supporting values • These remain in place even though the business strategy and tactics have to be regularly revised to address and take advantage of the circumstances of a changing, and in the detail often largely unanticipated, world and business environment. • Example: From the 7 Series to the Mini, the BMW brand stands for “the ultimate driving machine” – the core remains the same: to deliver an outstanding experience though superior car performance • This strategy illustrates an opportunity captured...
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...BRANDING VERSUS A CHANGING CONSUMER CULTURE By Polly Stone Submitted in partial fulfillment for the degree BA Advertising London College of Communication University of the Arts London Dissertation Tutor Dr. Adrian Sledmere April 2014 ACKNOWLEDGEMENTS As this work represents the culmination of my education so far and three years of personal development and growth in ways I could have never foreseen, I would like to firstly thank my incredible family for their unwavering love and tenacious support. Secondly, I thank my dear friends whom I embarked on this journey with in September 2011, our share of challenges and triumphs have built characters of us all. I am proud of each and every one of us for remaining sane in the times of adversity and having the courage to finish what we started. I must also thank my creative partner Kim Svanström, for bequeathing me with his design genius, for the patient hours he spent helping me in the digital space and oftentimes, making me laugh harder than I worked. Lastly I would like to thank Dr Adrian Sledmere, for being the stable one and also if unbeknownst to himself, a truly inspiring educator. ABSTRACT The growing disillusionment and scepticism of brands is now a fact in society but where does it stem from and where does it leave brands? This journey started when I read Klein’s (1999) ‘No Logo’ but wanted to explore further why the anti-capitilist protests and movements were happening, what was it inside...
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...BRANDING STRATEGY IN BANKING SECTOR IN INDIA A REVISED SYNOPSIS SUBMITTED FOR Ph.D. IN MANAGEMENT Table of Contents 1. TITLE OF THE THESIS 3 2. INTRODUCTION 3 3. A BRIEF REVIEW OF THE WORK ALREADY DONE IN THE FIELD 4 Branding 4 Branding Strategies 4 Branding strategies in banking sector 5 4. NOTEWORTHY CONTRIBUTIONS IN THE FIELD OF PROPOSED WORK 6 Rationale of the research 6 Objectives of the study 7 5. PROPOSED RESEARCH METHODOLOGY 7 Research Design 7 Sampling Frame 8 Sample size 8 Sampling technique 8 Data collection 8 Data analysis techniques 8 6. EXPECTED OUTCOME 8 7. BIBLIOGRAPHY 9 8. LIST OF PUBLISHED PAPER 10 1. TITLE OF THE THESIS BRANDING STRATEGY IN BANKING SECTOR IN INDIA 2. INTRODUCTION Brands have been considered as the second most important assets for a firm after customers (Ambler, 2000 Doyle, 2001 Jones, 2005). Due to rapid changes in global banking sector and increased competition experienced between banks, ‘Brand Management’ has become more important. Good brand management brings about clear differentiation between products and services, ensures customer loyalty and preferences and may lead to a grater market share which ultimately increased Brand Equity. Brand Equity is the final desire or value added, which is created by product using brand. Brand equity is like a property for the company, which can enhance cash flow of business (Simon and Sullivan, 1993). It can support cost of resources in order to enhance market share...
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...& Schindler, 2011). Success or failure of a product launch in a new market can often depend on how much a company knows about potential consumers within a targeted area. For example, Aztec Foods is a distributor of beef, chicken, pork, and turkey products with a national sales footprint in retail and foodservice operations. Due to escalating price points in the beef markets, poultry has become a cost-effective, competitive market with multiple companies attempting to capture market share utilizing various flavor profile niches. Many of the companies seeking to enter these markets are not doing business within their core consumer base or utilizing core capabilities, so volatility in terms of success or failure potential within this commodity is very high without market research. Utilizing the above example, Aztec Foods recently attempted to enter the poultry market by isolating on-trend Hispanic flavor profiles and the locations in which their core consumers purchase goods. By entering a new market with a new product adaptation, Aztec Foods incorporated a diversification strategy. A diversification strategy takes a...
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...Brand: Brands and Branding Basics by Dave Dolak Background and introduction The word "brand", when used as a noun, can refer to a company name, a product name, or a unique identifier such as a logo or trademark. In a time before fences were used in ranching to keep one's cattle separate from other people's cattle, ranch owners branded, or marked, their cattle so they could later identify their herd as their own. The concept of branding also developed through the practices of craftsmen who wanted to place a mark or identifier on their work without detracting from the beauty of the piece. These craftsmen used their initials, a symbol, or another unique mark to identify their work and they usually put these marks in a low visibility place on the product. Not too long afterwards, high quality cattle and art became identifiable in consumers’ minds by particular symbols and marks. Consumers would actually seek out certain marks because they had associated those marks in their minds with tastier beef, higher quality pottery or furniture, sophisticated artwork, and overall better products. If the producer differentiated their product as superior in the mind of the consumer, then that producer's mark or brand came to represent superiority. Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much, much more than just creating a way to identify a product or company. Branding today is used to create...
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...TIM HORTON’S AND ITS ENCOURAGEMENT OF SOCIAL DIFFERENCE Tim Horton’s, the name that pops up during work breaks, school breaks, the name that has surrounded every corner of the city in Canada and the name that you expect to see on the cup everyone is holding when drinking coffee, but does Tim Horton’s apply to everyone? Does everyone value its service or is it only given appreciated by some? Tim Horton’s was opened in 1984 and was open only to serve coffee and donuts, to some of us, that seems like a great big deal because now Tim Hortons offers a wide range of products to consume in, it has changed from being that small corner coffee shop to a break time lunch location. The city of Toronto for example is surrounded by many different coffee places at every corner of the city, franchises like Starbucks, McDonalds, Timothy’s coffee and Second Cup are only some of the popular coffee places of today’s generation but the question is, do they target the same general consumer population or do they target different groups, and the answer is yes, they are all targeted towards different social classes indirectly. When was the last time that one saw an individual experiencing homelessness was drinking a Christmas drink from Starbucks or eating a gourmet brownie from Second Cup, well the answer is hardly, unfortunately many other franchises such as the ones listed before don’t serve all cliental, meaning, their prices...
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